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The Trump Brand: dropped from all directions, but will it continue to sink?

The Trump brand is built on a real estate empire’s foundation and has subsequently diversified into other sectors. It was a strong brand, a case study in branding research. But after the events of January 6th, a wind of mistrust blows that destabilizes it. Few people still want to be associated with the name “Trump.” Moreover, in 2017, Nordstrom decided to take Ivanka Trump’s clothing and footwear line off the shelves. This article reviews the companies, organizations, and brands that cut their ties with the Trump brand in 2021. Finally, we look at the value of the brand and its future.

What is the Trump brand worth?

Forbes magazine updated its assessment of Trump’s fortune in September 2020. It emerged that the latter had lost 1 billion euros. President Trump’s worth was now “only” 2.1 billion dollars.

Summary


Introduction

No matter what anyone says, the 4 years spent at the United States head had strengthened the Trump brand. Because Trump is indeed, a brand. Beyond the character himself, Trump is a brand that is declined in many ways. First of all, on hotels where the 5 letters are displayed, but also at the entrance to golf courses, residential and commercial buildings, on 3 helicopters, a Boeing 757 and objects, each more improbable than the last, sold at the Trumpstore (glasses, ties, caps, golf equipment, dried fruit).

But the invasion of Capitol Hill on January 6, 2021, poses an existential risk to the Trump brand because no one wants to be associated with it anymore. At least not visibly.

Here are the companies and organizations that have decided to cut their ties with the Trump brand in 2021.

The Trump brand


Companies that are dropping Donald Trump

The companies that no longer want to be associated with the “Trump brand” belong to several specific sectors: social media, banking, entertainment.

Twitter

The case of Twitter is a somewhat special one. Twitter has about 350 million users, and nearly 89 million of them followed Donald Trump (25%). Therefore, Trump was both a problem for Twitter (because of what he said) and an important asset to attract new members to the platform. By kicking Donald Trump out forever, Twitter no longer has its best salesman.

YouTube

YouTube has deleted a video uploaded by Donald Trump on January 6, hoping to contain the diffusion of his ideas. Donald Trump’s YouTube channel has also been suspended.

Facebook / Instagram

Donald Trump was denied a voice on Facebook and Instagram for the same reasons as those invoked by Twitter, which provoked Donald Trump’s ire. Isn’t it ironic to see Donald Trump attacking those who “censored” his words when he was pushing for the abolition of Article 230 and for people on the Net to become responsible for the comments made on their platforms?

Deutsche Bank

It was the New York Times that revealed the decision of Donald Trump’s main creditor. And it is a decision that might not be without consequences for the Trump empire since it lent him nearly 340 million dollars that must be repaid in 2024. Also, Deutsche Bank is the only Western bank to have supported Donald Trump after his casinos’ bankruptcy in the 1990s. This is why he is still in trouble with the law today. Deutsche Bank has, therefore, paid a heavy price for its association with the Trump brand. The events of January 6 are undoubtedly the last straw, as the bank no longer wishes to be associated in the future with the image of Donald Trump. With the loss of its main creditor, one can therefore legitimately wonder. Where will Donald Trump go in the future to get the necessary funds to run his business?

Signature Bank

This American bank has the particularity of having welcomed Ivanka Trump to its board of directors. It has decided to close 2 accounts of the soon to be ex-president of the United States. The assets on these 2 accounts represent 5.3 million dollars.

Shopify

Donald Trump used Shopify as a platform for his e-commerce sites. Shopify decided to provide its services to the Trump Organization no longer, effectively depriving it of the possibility to trade on the internet.

Stripe

Donald Trump used Shopify as a platform for his e-commerce sites. Shopify decided to provide its services to the Trump Organization no longer, effectively depriving it of the possibility to trade on the internet.

New York City

The mayor of New York, Democrat Bill de Blasio, announced that the city of New York would take the lead in breaking the contracts that linked it to the Trump Organization. The latter managed several tourist attractions on behalf of the Big Apple: a merry-go-round and two ice rinks in Central Park and a golf club in the Bronx.

Golf Federations

It is perhaps the most symbolic sanction, but the one that will hurt Donald Trump’s self-esteem the most. His tendency to cheat at golf is well known; he would be a sickly cheater, playing tournaments alone to have the privilege of saying he won them. Donald Trump spent 233 days of his presidency playing golf (15% of his presidency, therefore!). His empire owns several golf clubs, including the mythical Ailsa Course in the Trump Turnberry complex in Scotland. This is where the British Open was held in 1977, 1986, 1994, and 2009. But now it’s over. British officials have somehow banned the Trump organization’s courses. This decision follows that of the PGA (American federation) to remove the Trump National course in Bedminster (New Jersey) from the championship.


Conclusion: Is the Donald Trump brand still bankable?

The least we can say is that the Trump brand is taking on water. By his attitude and eccentricity, President Trump will become, after January 20, unappealing to all those who care a little bit about their image. This does not mean that the Trump brand is finished.

Indeed, on the one hand, it is managed by his daughter and son, and it will have escaped no one that Ivanka has a much more consensual profile than that of her father. She went out of her way to attend Joe Biden’s inauguration.

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Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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